Salt

25-35% of all salt in a standard diet comes from bread. As a big player in the bread industry even small changes to the salt content in our recipes can have a huge effect. By 2030, we will reduce the salt content in all our bread and fast-food products by 10%.

Salt is the primary source of sodium. Excess salt consumption increases the risk of high blood pressure and is thought to be responsible for at least 2,5 million deaths worldwide each year, mostly from strokes and cardiovascular disease according to the World Health Organization.

Reducing salt intake has been identified as one of the most cost-effective measures countries can take to improve population health outcomes, and salt is therefore a public health priority. However, it is a fact that modifying people’s taste buds are challenging no matter for how long health organizations have argued that we should consume less salt. Still, it is relatively easy to reduce our preference for high amounts of salt by gradually using and consuming less of it. As our taste buds adjust, the high-salt foods we once enjoyed will gradually taste unpleasantly salty and thus be easier to resist.

As many other companies in the food industry, we have found that gradually lowering the sodium content of our products without claiming they are “low sodium” can be an efficient path to consumer acceptance.